| Hey everyone, it's Sarah Frier. This week I disconnected from the news cycle in favor of mountains and waterfalls. My iPhone camera roll is full of green lakeside landscapes and smiling selfies. But the evidence is not on my Instagram. I'm not abandoning the app or anything. I'm so fascinated with Instagram I wrote a book on it. But each time I thought about posting a photo, I imagined the questions that would surface in my followers' minds, not just about whether I wore a mask (of course I did), but also whether my vacation was worth discussing publicly during a deadly pandemic and a global reckoning over racism (probably not). Maybe I was being unnecessarily introspective. But this debate is not mine alone. It's playing out in text messages, Instagram DMs and private Slack channels. Posting on Instagram has always been a self-conscious exercise. We curate the version of ourselves that we want other people to see, trained by an app designed to reward us with followers. Pre-pandemic, Instagrammers were posting aspirational, optimistic, escapist content. Now users are telling me their self-consciousness has shifted to empathy—or is it anxiety?—over the current national crises and the reaction that their posts might spark. One friend told me she recently went outdoors with a group, but only posted a picture with her partner, so as not to raise concern. Another debated whether to take a mask off for the sake of a picture, or to leave it on to demonstrate proper behavior. Francisco Branco, a resident of Lisbon, Portugal, told me on Twitter that he still posts when he's out, but makes sure to demonstrate proper social distancing, "to remind people that it's necessary to continue to follow the rules." Further proof that the pandemic has changed behavior: The #stayhome hashtag now has 41.4 million posts on Instagram. And #quarantinecooking, with 594,000 posts, is catching up to the more self-indulgent #roseallday, with 609,000. Kristy Guy, an Instagram user in San Diego, is uncomfortable posting at all. "I'm not sharing anything on social media, partly because hiking pics feel insensitive while there are still ongoing protests, but also because I don't think it will be well-received," she said in a direct message. With the pandemic raging on, Instagram culture will further divide, between those happy to return to normal life despite the risks, those who are too cautious or vulnerable to leave their homes, and those in the middle, weighing the costs of appearing insensitive, putting reassuring caveats in their captions or choosing not to post at all. Fear of shaming is not irrational; celebrity news sites have quickly adapted to writing about tone-deaf influencers and brands that fail to account for the global context of their posts. So for now, I'm watching the shift unfold. And I sent those waterfall pictures to my parents. —Sarah Frier | 
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